Consumer Mindset - March 2026
March marks a meaningful moment of divergence in how people are experiencing their lives versus how they perceive the world around them. This contrast between personal stability versus external uncertainty is shaping a more cautious but grounded consumer mindset heading into April.
Our March Consumer Mindset report reflects a nation living in two emotional realities at once: improving personal wellbeing, contrasted with a sharply deteriorating view of the wider world.
Globally, public attention was dominated by the US and Israel strikes across Iran, which generated the highest levels of anger, fear and sadness across all March headlines. When we compare the mood of the nation to what it was in 2022 at the outbreak of the Ukrainian War, there has been a shift from shock to frustration. More recent conflicts have amplified geopolitical anxiety and reinforced the sense that global instability is now an everyday backdrop for Irish life.
The most pronounced shifts this month relate to people’s economic perceptions:
Affording everyday items - consumers are clearly feeling pressure in their weekly spending and daily basics, with small routine expenses adding up and spare money disappearing faster.
Personal finances slipping - households are pessimistic about things within their household, with many actively feeling the squeeze from cumulative strain. Households can manage, but not comfortably. The margin for error is shrinking and impulse purchases or treats now require more justification.
Perceptions of the Irish economy falling - there is a collective sense of stagnation or decline, even if macro indicators paint a mixed reality, making it harder to feel financially okay when the wider system is deteriorating.
The Consumer Mindset for March is “Stable but Guarded”. Acknowledging the coexistence of high happiness and enjoyment with high anxiety, stress and worry. People are feeling ok today but not secure about tomorrow.
So, what does this mean for organisations?
March signals a key pivot point; personal well-being is on the rise, but economic and societal outlooks are deteriorating. This combination creates a psychological barrier to unlocking spend. Even consumers with stable incomes may hold back if they anticipate further volatility. Consumers may therefore be placing greater emphasis on savings, selectiveness and value-driven decisions.
Brands need to give consumers confidence that they are spending wisely by making value feel tangible. When everyday items feel more expensive, brands can win by enhancing the experience of value, not just the cost.
The public enters April feeling personally more positive - with rises in happiness and enjoyment - but emotionally stretched by anxiety, stress and ongoing worry. This creates a mindset of ‘quiet resilience’: people feel okay in themselves but uncertain about the world around them.
Brands should lean into grounded optimism, simplicity and emotional reassurance, offering small moments of joy and stability without ignoring the wider pressures consumers are navigating.
Keep an eye out for Core’s upcoming report, Savings and Unlocking Spend, launching in April. In it we will provide a deep dive into why people are saving and what might trigger spending releases, saving for safety versus saving for goals, and why brands need to respond to emotional and economic realities simultaneously.
